Hubble Lens

In 2015, Benjamin Cogan, a researcher at shaving startup Harry’s, grew frustrated with the price of his lenses and began to look at the industry with a friend and former colleague, investment analyst Jesse Horowitz.

They learned that four lens factories controlled about 95% of the U.S. market Cogan and Horwitz decided to steal from other direct-to-consumer companies like Warby Parker and Casper by cutting out middlemen and offering daily lenses at a more affordable price.

They partnered with Taiwanese contact lens manufacturer St. Shine Optical, and decided on a subscription model that sends patients a month’s supply for $30.